How Signet Jewellers UK Crafted an Engaging Customer Journey That Drove Up CVR by 6.8X

Higher CVR*
AOV Uplift*
Higher ARPU*

Signet Jewellers is the UK division of Signet Jewelers Ltd., the world’s largest retailer of diamond jewellery. Its mission is to help all jewellery shoppers “celebrate life and express love,” and it is committed to educating and assisting customers in purchasing high-quality, unique pieces of jewellery while delivering an outstanding customer experience. Signet UK operates over 450 stores in the United Kingdom and Ireland under the premium brand names of H.Samuel and Ernest Jones. After cultivating a reputation as a premier jewellery provider in its physical stores, Signet is now focused on using cutting-edge technology to build a seamless online experience.

*Results are based on shoppers who use Syte solutions (i.e. customers who clicked on a result provided by Syte) as compared to the average number of non-Syte shoppers on the website.

signet jewelers model

Find out how Syte’s Product Discovery Platform can transform your customer experience.


Eliminating the Friction in Online Product Discovery

Store closures resulting from the COVID-19 pandemic led Signet to further prioritize improving its digital experience. With thousands of products to choose from and limited real estate, the retailer set out to make more of its jewellery easily discoverable online. Additionally, since 70% of Signet UK’s mobile traffic lands on product detail and listing pages directly, they were determined to increase engagement and reduce bounce rates on these pages.

Signet UK sought to:

  • Improve customer experience and increase engagement, particularly among younger shoppers
  • Simplify and streamline product discovery
  • Create a digital experience that would drive up revenue and give them a competitive edge in their space
H.Samuel mobile screenshot

Syte’s Product Discovery Platform Delivers Engaging On-Site Journeys That Convert

Following the success of Syte’s Visual Discovery Suite on its US banners, Signet UK implemented the same solutions on its H.Samuel and Ernest Jones websites. The retailer was able to increase engagement by making it easy and delightful for shoppers to find the products they’re looking for. Signet added Camera Search, the Discovery Button, and the Shop Similar recommendation carousel to its websites, simplifying product discovery for goal-oriented shoppers and browsers alike.

Shoppers who know what they’re looking for but struggle to describe the details of a piece of fine jewellery can now upload an image and instantly find similar items. Additionally, mobile shoppers landing on PDPs and PLPs can use the Discovery Button and similar item recommendations to continue their shopping journey until they uncover the perfect piece. The new on-site journeys enabled by these tools have led to a sharp rise in conversion and revenue.

  • With visual discovery tools deployed on-site, conversion is up by 6.8X
  • Signet UK shoppers are spending 17.7% more per order on average when interacting with the product discovery solutions
  • Average revenue per user has grown by 584.5%
  • Bounce rate is significantly reduced among shoppers seeing and interacting with the Discovery Button
Signet Jewellers UK

“We were determined to not only ensure shoppers find what they’re looking for on our websites, but to make that process feel premium and friction-free. After implementing Syte’s solutions, our shoppers were able to quickly and easily find the pieces they wanted, improving CX and increasing revenue. Now that we’ve seen the impact of the Visual Discovery Suite, we’re looking forward to expanding our partnership with Syte to leverage their personalization solutions.”